I-Want-to-Buy Moments: How Mobile Has Reshaped the Purchase Journey

This article rocks. Even though it’s all about B2C, it has huge B2B implications. Note especially the parts on considered, big-ticket purchases like homes and cars. Note also the info on review checking and Sephora’s app that not only feeds product information but also reviews. Killer. The distribution channel could be called the retail of B2B. When will the big B2B distributors model this?